Consumer loyalty in the business world is very important. Consumer loyalty makes it easier for companies to forecast demand and create barriers for  other  companies to enter and  dominate  the  market.  The  research  takes  the  brand image  as  the  independent  variable  that  sought  the significance of its influence on consumer loyalty POND'S whitening cream, which also aims to find out which factor is the most dominant brand image formers that influence consumer loyalty POND'S face bleaching cream. Methods of data collection using questionnaires containing statements distributed to 80 people   using   Purposive Sampling technique. Qualitative descriptive analysis resulted from statistical data processing  with  SPSS  16.0  software,  by  performing instrument test, classical assumption test, multiple linear regression, and effective donation test. The result of research indicates that the factors of  forming  of  brand image have significant influence simultaneously to consumer loyalty of POND'S face bleaching cream with risk factor as the most dominant influence factor.